Media Strategy: “Go Big or Go Home”

I love Olympic snowboarder, Shawn White’s “Go Big or Go Home” attitude. When Florida’s 7th largest general contractor, Dan Catalfumo asked us to promote his 2700 North Ocean luxury condominiums, during South Florida broadcasts of the Winter Olympics, a bold approach came to mind.

To supplement the TV spots, Gibson Roscoe created a front page wrap around the daily newspaper The Palm Beach Post to give authority to Dan’s newsworthy pledge to sell $40 million in luxury condominiums by end of season. “I’d rather give my buyers great discounts than pay interest to the bank” reads our ad message right over the day’s headlines.

The result, after the first week, Catalfumo’s sales team is $10 million dollars in sales closer to the goal. Keep Posted!

Olympic Effort

The shoot happened this morning, the commercials will begin running in the Vancouver Winter Olympics several days from today! Gibson Roscoe advertising helps client, Catalfumo Construction take advantage of a last minute “opportunity buy” to promote a sale of luxury beachfront condominiums.

Palm Beach developer, Dan Catalfumo and marketing strategist Bob Gibson prepare to announce that $40 million dollars worth of oceanfront condominiums will be discounted to sell out. A TV spot is being prepared to run during the Vancouver Winter Olympics on South Florida’s NBC affiliate, WPTV Channel 5, The Friday edition of the Palm Beach Post will be wrapped with the extraordinary offer.



The Gibson Roscoe team at work for Catalfumo Construction. Kristen Glass rallies a production team and schedules a TV shoot timed to fit a one-day window of sunny weather. Ken Roscoe, Creative Director and Lowell Thayer, Producer choose lenses, camera angles and direct the shoot.



Bob Gibson polishes the script with client, Dan Catalfumo. (Not Shown) Jaclyn Burdette negotiates prime time TV schedule during the Vancouver Winter Olympics with NBC affiliate WPTV Channel 5.

Integrity is their brand.

Treasure Coast Attorney, Joseph C. Kempe has built a large and successful legal firm by offering a better Estate Planning and Wealth Building service. By combining legal and accounting in one coordinated service, he creates synergistic plans for clients desiring to reduce present and future tax burdens for themselves and their children. His firm is also unique in that it does not sell investments— just unbiased and honest financial/legal advice.

“Integrity” is their brand. Gibson/Roscoe Advertising conveys this message through “Best In Class” media such as glossy city magazines, and a website www.jckempe.com where potential clients can view a film clip of Joseph C. Kempe outlining his philosophy.

Consistency and Perseverance

Well-executed marketing campaigns have one thing in common: Consistency.

In hard times such as today, clients are tempted to completely change approaches with every new ad. In the end, the product loses its identity, the consumer is confused and the value of the brand is diminished.

This successful e-mail campaign for Maiden Creek shows how many promotional messages can be delivered while maintaining a consistent copy personality, graphic identity, and “branding”.

561-741-1441 x 108. Gibson/Roscoe/Owens Advertising

Hospital Marketing—building business on a smaller budget (web)

Jupiter Medical Center’s web site is transitioning from an informational site to an interactive site. Visitors to the site can view filmed clips of physicians welcoming them and describing new treatments and services available at the hospital.

To save the medical center money, the agency Gibson/Roscoe purchased a high-definition video camera and teleprompter—to film and edit the segments in-house. The agency can be called on a moment’s notice to film segments as quickly as needed.

http://www.youtube.com/JupiterMedicalCenter

For more information about medical center marketing, Contact: Bob Gibson, President Gibson/Roscoe rjg@groadvertising.com

Hospital Marketing—building business on a smaller budget

Today, medical center Marketing Directors are being given smaller budgets while being expected to drive more business.

What’s the answer? Smarter design, more physician involvement and an emphasis on less expensive digital media.

Jupiter Medical Center’s quarterly newsletter was redesigned by Gibson/Roscoe as a far more upscale “Magazine Style” communication piece. The new look enhances the brand, yet printing costs are slashed with a smarter size and choice of paper stock. Also, the number of pages are kept to a minimum: stories begin in the magazine, then continue on the medical center’s web site. Marketing’s new goal is to increase use of the medical center’s web site, where patients can easily find the information they want, and the hospital marketing team can follow up with offers best suited to the visitor’s areas of interest.

Social Marketing—The Executive Summary

Once word of mouth was the best advertising. Once only Reuters and the Associated Press controlled and distributed breaking news, photos and video. Welcome to today’s world of web 2.0—which means every can one publish information easily on the Internet. And, every advertiser needs to add these “social marketing” methods to the traditional marketing and media mix. What is the cost to use these services? Only your time!

Here’s the executive summary:

Facebook—355 million worldwide users. It takes minutes to open a fan page for your business and a personal page for yourself with photo galleries and information. You’ll post upcoming event and product news. Customers will comment, share information about your service. These reviews are more believable than any ad you can create and are essential to the growth of your service. To promote your Facebook site, link to your e-mail signature line and website home page, include in all traditional advertising, e-blast customer database, download customer and prospect data base—ask customers to become fans. When an individual becomes “accepted friend”, you gain access to invite their entire list of friends—hence, the remarkable power of this media.

Twitter—22 million users, 80% from mobile phones. Used initially by celebrities and athletes reporting on daily activities. But holds potential for all kinds of business promotion. Will grow to 40 million by end of this year. Establish an account at twitter.com for your company. Post status updates of 160 characters or less. To be successful, you must publish news/activities of interest, and choose to follow groups with similar interests. By following a group, you expose yourself to its members who, if interested, then choose to follow you.

Blogger.com -- Publish a weekly informational or editorial piece. Embed this in your website. Search engines favor current information, so by simply attaching this to your website, it appears higher in rankings.

Ezinearticles.com- Publish information of any kind as a readable story. It can and will be picked up by bloggers, newsletter publishers.

You Tube—You Tube is second only to Google in popular usage. Users search for “How To” information. Don’t post your commercial. If you want to be successful, create a “how to” demonstration related to your product. Include your website to the title to give viewers a link they can click on to your web site.

One of the best aspects of “Social Media” is that the media is completely democratic. Small budget advertisers can make the same impact as multi-million dollar budget advertisers. The creativity of the message determines who is viewed! If you’d like to discuss a creative marketing campaign, we can help. Call Bob Gibson at 561-741-1441 x108.

Gibson/Roscoe/Owens Advertising

Going beyond the end of the road

Hire An Expert and “Get Out of the Way”

One of the greatest joys of being in the advertising business is working with wildly creative people…especially those who you might say are “crazy about their craft.”

Take, Greg Basco, he’s a wildlife photographer and technical expert who tells manufacturers like Canon how to improve their cameras then he’ll hike deep into the Costa Rican jungle and camp out for days waiting for the exact beam of sunlight to strike the phosphorescent skin of a poisonous frog just right until he knows his shot will surpass all other poisonous frog photos taken before it.

Here’s to those individuals and clients who have the passion to “go beyond the end of the road”.

Client shoot for Bahia Escondida on Costa Rica’s South Pacific coast, photographed from a helicopter.

Cabo Matapalo Aerial View

Gibson/Roscoe/Owens Advertising

42 Condos sold in 60 days!

This ad ran this spring, when every other project in Palm Beach County had an empty sales center and bored sales force.

The key ingredient: significant incentives for “The Next Ten Buyers”.

Readers reasoned correctly: “If I don’t act now, someone else is going to be getting a great deal”, convincing real estate buyers that the market has “bottomed out” and that prices will again increase as does confidence. This is the challenge developers face at all price points.

We track the ads we run for more than a dozen developer and builder projects. The one’s that are currently working best turn heads with limited incentives. Once the ad has done its job and delivered a prospect to the sales center, sales films and collateral build the story of ultimate lifestyle value to help close the sale. Gibson/Roscoe/Owens Advertising

E-Blasts..CHEAP AND FAST RESULTS!

Eblasts are your next secret weapon!

This agency sample was sent to 76 clients and prospects.

45 opened the eblast.

12 clicked through to our website.

1 was a prospect we were pitching at the time.

Now, here is how it works to promote a special event:

We blasted this example and a series like it to 13,000 prospects.

2,000 opened it.

600 toured the clients website.

120 people called the sales team.

20 buyers attended the event that day and either purchased or are planning to buy!

The total cost to the client was only $1,500.

Want to see what we can do for you? Call Bob Gibson at 561-741-1441 x 108. Gibson/Roscoe/Owens Advertising